What sponsorship can learn from outdoor advertising. What does it mean for integrated communication

Robert Schuman and Bjorn Walliser

Based on a review of empirical studies, this article compares the effectiveness of outdoor and perimeter advertising in terms of recall.

What sponsorship can learn from outdoor advertising. What does it mean for integrated communication?

Bjrn Walliser, University of Strasbourg, Robert Schuman Graduate School of Management, France.

INTRODUCTION

As the dominance of television advertising decreases, other forms of communication have become more important. Outdoor advertising and sponsorship are among the communication instruments with constantly rising budget shares. Between 1985 and 1997, worldwide expenditures for sponsorship rose from $2,5 billion to more than $15 billion (Sponsorship Research International, 1994; IEG Sponsorship Report, 1997). Outdoor advertising has also known spectacular growth rates in the recent past. In Europe, outdoor spending roughly accounts...

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